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Title:ZAUPANJE NAROČNIKOV NA PRIMERU PODJETJA PRESS CLIPPING D.O.O.
Authors:ID Rošer, Mateja (Author)
ID Pisnik Korda, Aleksandra (Mentor) More about this mentor... New window
Files:.pdf MAG_Roser_Mateja_2012.pdf (657,07 KB)
MD5: 99ACD6D29246676C234E8DBE20B6C999
PID: 20.500.12556/dkum/ce12b595-2073-4b43-b06a-3259acf126c2
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Osrednja tema magistrskega dela je koncept zaupanja, ki ga avtorji pogosto opredelijo kot najpomembnejšo sestavino marketinških odnosov. Ideja po razvoju in opredelitvi marketinških odnosov se je razvila iz marketinga storitev in se nato razširila na področje medorganizacijskega marketinga. Velik pomen v odnosu se pripisuje zaupanju, ki je temelj vsakega dolgoročnega partnerskega odnosa. V teoretičnem delu magistrske naloge najprej opredelimo marketinške odnose, njihove značilnosti, klasifikacije ter sestavine. V literaturi zasledimo različne izraze za marketinške odnose, kot so trženjski odnosi, trženje na podlagi odnosov, v magistrskem delu pa uporabljamo izraz marketinški odnosi. V nadaljevanju teoretičnega dela predstavimo zaupanje. Poglavje o zaupanju zajema različne definicije zaupanja, ki so jih opredelili avtorji v zadnjih desetletjih, predstavimo vrste zaupanja ter merjenje zaupanja. Na zaupanje vpliva tudi veliko dejavnikov, ki jih v našem delu opredelimo kot predhodnike zaupanja in jih podrobno predstavimo v četrtem poglavju. Osredotočimo se le na tri predhodnike zaupanja, in sicer konflikt, komunikacija ter oportunistično obnašanje, ki smo jih izbrali iz preverjenega modela Morgana in Hunta (1994). Pri definiciji konflikta opredelimo funkcionalni konflikt, ki ga vpleteni strani sprejmeta na prijateljski način in ga znata rešiti s primernim obnašanjem. Na podlagi teoretičnih prispevkov in dosedanjih raziskav postavimo tri hipoteze, ki jih bomo preverjali v empiričnem delu raziskave. Te so: H1: Uspešnost reševanja konfliktov med poslovnima partnerjema utrjuje zaupanje med njima. H2: Oportunistično obnašanje med poslovnima partnerja negativno vpliva na zaupanje med njima. H3: Odprta komunikacija pozitivno vpliva na zaupanje med poslovnima partnerjema. Empirični del raziskave začenjamo s predstavitvijo podjetja Press Clipping. Press Clipping je manjše podjetje iz Maribora, ki se ukvarja s spremljanjem medijev. Njihovo poslovanje temelji na zaupanju naročnikov v njihove storitve, zaradi česar smo se odločili za to temo magistrskega dela. Sledi predstavitev modela Morgana in Hunta (1994), ki je tudi podlaga našemu teoretskemu modelu. Nato definiramo spremenljivke ter hipoteze in predstavimo operacionaliziran model naše raziskave. Primarne podatke v empiričnem delu raziskave smo zbrali na vzorcu petdesetih naročnikov podjetja Press Clipping, ki smo jim poslali anketne vprašalnike po elektronski pošti. Delo končujemo s predstavitvijo rezultatov, ki smo jih obdelali s statističnim programom SPSS in na podlagi dobljenih rezultatov na koncu preverimo še hipoteze. Hipotezo H1 – uspešnost reševanja konfliktov med poslovnima partnerjema utrjuje zaupanje med njima in hipotezo H3 – odprta komunikacija pozitivno vpliva na zaupanje med poslovnima partnerjema, na podlagi dobljenih rezultatov regresijske analize lahko potrdimo. Hipotezo H2 – oportunistično obnašanje med poslovnima partnerja negativno vpliva na zaupanje med njima pa zavrnemo, ker dobljeni rezultati niso statistično značilni. Z magistrskim delom želimo prispevati k dosedanjim raziskavam koncepta zaupanja in marketinških odnosov. Opozoriti želimo na pomembnost marketinških odnosov in pomembnosti grajenja zaupanja med podjetji in poslovnimi partnerji.
Keywords:marketinški odnosi, zaupanje, predhodniki zaupanja, konflikt, oportunistično obnašanje, komunikacija
Place of publishing:Mislinja
Publisher:[M. Rošer]
Year of publishing:2012
PID:20.500.12556/DKUM-39153 New window
UDC:339.138
COBISS.SI-ID:11323420 New window
NUK URN:URN:SI:UM:DK:PJY2DWNJ
Publication date in DKUM:06.02.2013
Views:3378
Downloads:291
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:TRUST OF CLIENTS ON THE CASE OF COMPANY PRESS CLIPPING LTD.
Abstract:The purpose of this master’s thesis is to research the concept of trust issues that authors often define as the most important component of marketing relationships. The idea about the development and determination of marketing relationships has evolved from marketing services and has later spread onto the area of inter-trade management. Huge emphasis is put onto trust, and that is the basis of every long term business relationship. The theoretical part of the master’s thesis first defines marketing relationships, their characteristics, classification and components. In literature can be found different terms for marketing relationships, as “marketing relationships”, “marketing on the basis of relationships”, but the master thesis uses the term “marketing relationship”. In addition the theoretical part presents trust. Chapter of trust deals with different definitions of trust that have been defined by the authors in the last decades, as well as with the types of trust and the measuring of trust. The trust is influenced by many factors that are in the thesis defined as antecedents of trust, and are dealt with in detail in chapter four. The focus is on three antecedents of trust, namely on conflict, communication and opportunist behaviour, that have been chosen from the verified Morgan and Hunt model (1994). The definition of conflict specifies functional conflict, which is accepted by both parties in a friendly manner and both are able to solve it by adopting a suitable behaviour. On the basis of theoretical contribution and previous research three hypothesis are set, which are discussed in the empirical part of the thesis. H1. The effectiveness of solving conflicts between two business partners strengthens the trust among them. H2. The opportunist behaviour between two business partners negatively influences the trust among them. H3. Sincere communication has a positive influence on the trust between two business partners. The empirical part of research first presents the company Press Clipping. Press Clipping is a small enterprise in Maribor that is involved in the media attendance. Their business in based on the trust of their subscribers in their services, which was the reason for choosing the subject of the master's thesis. Then it is followed by the Morgan and Hunt model (1994) that serves as foundation for our theoretical model. Finally the variables and the hypothesis are determined and the operational model of our research is presented. The primary data in the empirical part of our research has been collected on the sample of fifty Press Clipping subscribers, who had previously been sent the questionnaires by the e-mail. The thesis is completed by presentation of results that had been processed by the statistical software SPSS, and are verified on the basis of the acquired results. The hypothesis H1”The effectiveness of solving conflicts between two business partners strengthens the trust among them” and the hypothesis H3 “Sincere communication has a positive influence on the trust between two business partners” can be confirmed on the basis of regionally acquired data. The hypothesis H2 “The opportunist behaviour between two business partners negatively influences the trust among them” has not been accepted, since the acquired data is not statistically distinctive. The main aim of the master’s thesis is to contribute to the recent research done on the concept of trust and the marketing relationships. The attention is drawn to the importance of marketing relationships and the importance of trust building among enterprises and business partners.
Keywords:marketing relationships, trust, antecedents of trust, conflict, opportunist behaviour, communication


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